Swiggy eyes orders from night owls & early birds

Late night binging is on the rise. Food delivery app Swiggy said people are ordering burgers, pizza and biryani after Ilpm, resulting in a 23% surge in such orders. These orders now constitute 8.5% of all food orders on Swiggy, driven largely by tier-I cities, where students and young people from different parts of the country relocate for academic and work-related purposes. Tapping into the trend, Swiggy's strategy now would be to further capitalise on this by widening the selection of restaurants within the late-night delivery category across cities, expanding the choice for consumers, said the company's CEO Rohit Kapoor. He said that identifying consumer needs and creating more use cases like this should be the way for big startups like Swiggy to build on its growth. "Just adding cities will not help. We have already attained a scale. Now, we will have to bring different use cases to the table, add different kind of services. Today, we are still very basic. Going deeper into existing cities will be key," Kapoor told TOI.

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